New York Higher Education Services Corporation

Our guiding narrative, “Opportunity Realized,” shaped every creative and structural decision. To better serve multiple audiences, including students, first-generation students, multilingual households, and under-resourced schools, the digital experience needed to be clear, supportive, and easy to navigate. By streamlining fragmented subdomains and dense policy language, we created a more accessible and trustworthy platform that truly reflects the HESC mission.

We built a site that celebrates college access and meets users where they are, online, across platforms, and in need of clear, accessible information. For students and parents, this meant step-by-step timelines, content chunking, progressive disclosure, and an intuitive, easy-to-use glossary. For counselors and financial aid professionals, it meant clearly labeled policies, application guidance, and print-ready handouts designed for real-world use.

For families, including first-generation students navigating the complexities of higher education, clear and accessible copy was essential. Visitors gained confidence because idfive did not compromise or complicate the process.

• Pages were written in plain language. (Sounds easy, but being understood and accurate can be tricky.)
• A financial aid dictionary leveled the playing field and set visitors up for success in navigating the application process. 
• Bulleted lists and numbered steps reduced cognitive load.
• A robust language translation toggle helped multilingual households stay engaged and informed.

To achieve HESC’s transformation, idfive took a comprehensive, human-centered approach, grounded in a deep understanding of the audience. We redesigned hesc.ny.gov on the latest version of Drupal, integrating subdomains and features into one cohesive, navigable experience.

Design and UX strategies included:

• Animated icons and illustrations made complex, stressful topics more approachable.
• Persistent in-page navigation that traveled with users as they scrolled, helping them to stay oriented.  
• Accessibility-compliant visuals that reflect diverse learners and families to engage all users.
• Seamless backend functionality for internal updates ensured the site could stay agile in a constantly evolving financial aid landscape.

The result is a site that looks better, works harder, and delivers on HESC’s promise: to make college more accessible and affordable for all New York State students.

HESC’s newly redesigned website represents a giant leap forward in how New York State serves students and families on their higher education journeys. Since launch, the feedback from users—particularly first-generation applicants, parents, and high school counselors—has been immediate and positive: the site is easier to use, less complicated, and finally “feels like it’s made for us.”

• A significant increase in site usage among high school juniors, seniors, and their parents.
• Streamlined internal updates, allowing HESC staff to respond quickly to policy changes, application deadlines, and public information needs.
• Increased engagement with key financial aid programs, such as TAP and Excelsior, thanks to clearer eligibility messaging and simplified process explanations.
• Stronger adoption among educators, many of whom now direct families to the homepage with confidence and use refreshed handouts to support their students.

Most importantly, the new site is helping more New Yorkers to access the opportunities they didn’t know were within reach. By providing a simplified path, clear guidance, and an empowering message, idfive helped position HESC not just as a financial aid agency but as a trusted partner in supporting education and opportunity.